Discussions and Workshops

Discussions and Workshops are 1 hour sessions suggested and led by Stream participants. Read on for the latest thinking with topics ranging from "Artificial Intelligence: will it overwhelm us?" to "Beyond 1.3 Billion - Modern China". For more, go to the Stream Medium page and YouTube. Or for a daily dose of Stream, you can find us on Twitter or Instagram.

Randall Rothenberg

IAB

The New Rules of Mobile Marketing

Mobile advertising and market should NOT be working... but it is! Mobile advertising grew 11% last year, according to the IAB, and now accounts for almost 20% of all digital advertising spend. This would seem to defy logic: There are still precious few standards, making the cost of mobile delivery prohibitive; mobile screens remain unfriendly to marketing products and services; apps are a bad delivery mechanism for advertising; and a handful of warring giants, not all of them brand-friendly, control the market. So what’s powering mobile ad growth and ROI? Colgate-Palmolive's Jack Haber and I will lead a session in which mobile, brand, retailing, and advertising leaders will try to write the new playbook on mobile marketing success.